The market for branded residences – luxury homes tied to hotel, fashion, and lifestyle brands – is accelerating, with Knight Frank predicting a rise from 611 schemes today to more than 1,019 by 2030, a 67 per cent increase.
Once dominated by high-end hotel groups such as Four Seasons and Ritz-Carlton, the sector has widened to include names from cars, fashion, food and even wellness, with brands like Ferrari, Fendi and longevity clinic SHA now offering residences.
According to Knight Frank, non-hotel brands already account for 17 per cent of the market, and nearly 35 per cent of future projects will be “purpose-driven,” catering to shared passions such as equestrian pursuits, sailing, surfing or health.
According to the Financial Times, examples include Les Bordes in France, a 1,400-acre equestrian estate with homes starting at €2.99 million (AU $5.2 million), designed by Olympic show jumper Scott Brash; Fasano Las Piedras in Uruguay, where homes start at US $1.74 million (AU $2.8 million) and polo fields were designed by Argentine star Nacho Figueras; and the Austin Surf Club in Texas, featuring a wave pool created by 11-time world champion Kelly Slater.
Wellness-driven projects are also on the rise. At SHA Emirates in the UAE, residents will have access to nutritionists, mindfulness instructors and hydrotherapy spas when the development opens in 2027.
In London, Six Senses residences within the £1.2 billion (AU $2.3 billion) Whiteley redevelopment include a biohacking centre with cryotherapy and percussion massage.
Branded residences command a significant premium, typically 33 per cent higher than comparable new-build homes, according to Savills.
Service charges are steep too, ranging from £15 to £20 per sq ft annually (AU $29–$38) in London, New York, Miami and Dubai, with the most opulent developments charging up to £35 per sq ft (≈ AU $67).
Despite the cost, demand is surging, fuelled by growth in global wealth. The number of people worldwide with investable assets of US $30 million (AU $48 million) or more has risen 22 per cent since 2020, to 697,000.
For these buyers, branded residences are less about real estate and more about membership in an exclusive club, offering familiarity, prestige and the comfort of living among like-minded neighbours.
